Effective island brand architecture: promoting island tourism in the Canary Islands and other archipelagos

Abstract

ABSTRACT:Tourism is the main industry in many islands around the world. Islands connect with each other and with mainland markets in a complex system of relations of competition and cooperation (coopetition). This article analyses islands' cooperation strategies through the management of brand architecture and how visits to one island can influence visits to others. This paper aims to provide island destination management organisations with information on how islands can effectively design their brand architecture-inside and outside their own archipelagos-depending on mainland markets. The study includes in its analysis some of the main tourist islands and archipelagos in the world (particularly the Canary Islands but also Cyprus, Malta, Balearic Islands, Maldives, Caribbean, Azores, Madeira, Cape Verde, and Greek islands), with a sample of 6,964 tourists from the main worldwide tourism market, Europe, and an analysis of 16 European markets.

Coopetition in Maritime Tourism: Assessing the Effect of Previous Islands’ Choice and Experience in Tourist Satisfaction

“…In this sense, the present study brought out the fact that islands coopetition strategies can be extended beyond the brand management [45], being this collaboration also relevant for the management of other resources that lead to higher satisfaction [57] of the nautical tourism segment. For example, the creation of a network of nautical products and services (i.e., transnational or multi-destination tour packages) and multicultural nautical experiences (i.e., cultural excursions across destinations in the Atlantic and other thematic adventure challenges), can be seen as successful initiatives for raising the satisfaction of nautical tourists.…”

“…Given the importance of islands in terms of global tourism flows and income, the academic attention on island tourism has increased over the last decades [44]. However, literature has been dominated by 'land-sea' and 'island-mainland' approaches, paying less attention to island-island relationships [45]. That is, there are very few studies that explore whether they can be complementary [46] prevailing the approach that, as in many aspects of life, one's neighbor may not be one's best friend [47].…”

“…The development of complementary relationships between islands produces synergies that benefit those who properly manage such cooperative linkages, as shown in empirical studies on islands that belong to the same archipelago [46]. The benefits can be extended to the tourism image if islands cooperate in brand architecture management, as shown in the study of [45]. However, there is no evidence on how the tourist experience provided by one island can affect the behavior and socio-psychological response of tourists at the next island visited, which was investigated in the present paper.…”

Mainland development policy in an autonomous subnational island jurisdiction: spatial development and economic dependence in Jeju, South Korea

“…Some islands are viewed as sacred, some are viewed as prisons, some are viewed as prizes for imperial expansion-and some are viewed as all of these things simultaneously (Raoulx & Fleury, 2017;Luo & Grydehøj, 2017;Mountz & Briskman, 2012;Gillis, 2007;Lowenthal, 2007). Especially in modern times, many islands have been developed as tourist sites at the periphery of-but still enmeshed in-the capitalist system (Almeida-Santana & Moreno-Gil, 2018;Su et al, 2017) or as military bases for maintaining imperial systems (Nogues, 2018;Davis, 2017). The island thus becomes a space for demonstrating the workings of the modern capitalism and territorialism (Arrighi, 1994), with the island serving as the periphery of the world system (Wallerstein, 2004).…”

Ecological and Infrastructure Assessment of Kanton (Abariringa) Island, Phoenix Island Protected Area, Kiribati

“…As one of 40 Small Island Developing States (SIDS), it faces distinct developmental and environmental challenges (Watson et al, 2016). Common characteristics of remote islands include limited and expensive transport for people and commodities between islands, high dependence on tourism for economic growth, and natural resources for sustenance (Watson et al, 2016;Almeida-Santana and Moreno-Gil, 2018). Kanton Island (2°52'04.11" S; 17°39'26.38" W) is an extremely remote atoll located in the South Pacific Ocean roughly halfway between Hawaii and Fiji.…”